C3 for Washington Newspaper Publishers Association
1. The
Complete
Community
Connec0on
Steve
Bu(ry
Washington
Newspaper
Publishers
Associa;on
October
2,
2010
sbu(ry@tbd.com
2. Resources
for
further
reading
• Blueprint
for
the
Complete
Community
Connec;on
&
Mobile-‐First
Strategy
on
my
blog:
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• #wnpa
on
Twi(er
• Slideshare.net/stevebu(ry
7. “Publishers
can’t
stand
being
the
first
to
do
anything
innova;ve.
…
When
confronted
with
a
poten;ally
game-‐changing
idea,
the
first
ques;on
publishers
always
ask
is,
‘Who
else
is
doing
it?’
That
phrase
could
well
stand
as
the
industry’s
epitaph.”
11. N2
lessons
for
C3
• Jobs
to
be
done
=
opportuni;es
• “Good
enough”
opens
doors
to
new
avenues
of
excellence
• Poten;al
markets
exceed
what
you
can
imagine
(or
what
research
can
project)
• “Beware
the
sucking
sound
of
the
core”
13. C3’s
new
rela0onships
For
the
public:
We
will
be
their
essen;al
connec;on
to
community
life
—
news,
informa;on,
commerce,
social
life.
Like
many
Internet
users
turn
first
to
Google,
your
community
should
turn
first
to
C3,
whatever
the
need.
14. C3’s
new
rela0onships
For
businesses:
We
will
be
their
essen;al
connec;on
to
customers,
oeen
making
the
sale
and
collec;ng
the
money.
15. Our
current
rela0onship
with
business
customers
• Huge
expense
line
in
budget
• Lots
of
inefficiency
• Ad
rates
dropping
• Ad
revenues
dropping
• Lots
of
digital
compe;;on
16. C3’s
revenue
approach
• Move
beyond
adver;sing
• Direct
sales
(;ckets,
reserva;ons,
gie
registries,
gie
cer;ficates)
• Lead
genera;on
&
targeted
ads
• Sponsorships,
memberships
&
events
• Mobile
ads
&
applica;ons
• Handle
mul;ple
needs
(yes,
compe;ng
ads)
17. The
C3
rela0onship
with
business
partners
• Revenue
line
in
budget
(expense
line,
too)
• Delivering
high
value,
tailored
to
needs
• One-‐stop
shop
for
connec;ng
with
customers
18. Community
Content
• Driving
• Home
• Conversa;on
• Calendar
• Local
knowledge
19. Driving
• How
oeen
do
you
buy
a
car?
• How
oeen
do
you
drive,
gas
up,
service
car?
• Databases,
conversa;ons,
services
focused
on
drivers’
everyday
needs
20.
21.
22. Driving
• How
oeen
do
you
buy
a
car?
• How
oeen
do
you
drive,
gas
up,
service
car?
• Databases,
conversa;ons,
services
focused
on
drivers’
everyday
needs
• Connect
auto
services
with
drivers
(emergency
repair
services)
23.
24.
25.
26.
27.
28.
29.
30.
31.
32. Personal
content
• Births
• Divorce
• Youth
milestones
• Jobs,
pets,
holidays,
• School
food,
interests,
health
• Gradua;on
• Illness
• College
life
• Empty
nesters
• Military
service
• Re;rement
• Weddings
• Reunions
• Parenthood
• Obituaries
33.
34. Gradua0on
• Many
newspapers
gather
mugs,
names
anyway
for
gradua;on
sec;on
• Launch
page
for
each
graduate
• Senior,
family
fill
in
stories,
photos,
videos
• Gie
registry
• Fill
in
school,
target
ads
appear
• Fill
in
career,
sign
up
for
email,
text
alerts
35. Entertainment
• Tradi;onal
entertainment
in
digital
form
• Entertainment
news
• User-‐generated
entertainment,
events
• Games
36. Business
services
• Direct
sales
• Local
search
• Communica;on
&
marke;ng
services
43. Upheaval
&
Opportunity
• 82%
of
adults
use
cell
phones
• 23%
of
adults
live
in
household
w/
cell
phone
&
no
landline
• 35%
of
adults
have
cell
phones
w/
apps
• Avg.
cell
phone
user
has
18
apps
Source:
Pew
Internet
&
American
Life
Project
47. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
48. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
49. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-‐2009
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
50. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-‐2009
• Total
2008
newspaper
classified
revenue
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
51. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-‐2009
• Total
2008
newspaper
classified
revenue
• Any
newspaper
classified
ver;cal
at
peak
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
Details:
stevebu(ry.wordpress.com
52. Mobile-‐first
strategy
• Text
messages
• Email
• Applica;ons
• Tweets,
check-‐ins,
other
social
media
• Loca;on-‐based
news,
info
&
commerce
• Easy-‐to-‐use
mobile
web
sites
• Device-‐flexible
(not
device-‐agnos;c)
53. A
mobile-‐first
project
Community
going
to
distant
event
• Twi(er
hashtag
•
Video
of
• Photo
contests
synchronized
photos
• Text
alerts
•
Local
ad
sales
•
Mobile
coupons
to
• Liveblog
restaurants,
bars
• Map
•
Collaborate
w/
• Short
code
media
in
host
city
54. Mobile-‐first
strategy
• Execu;ves
emphasize
mobile
priority
• Journalists
focus
on
mobile
news
&
info
delivery
&
presenta;on
• Tech
staff
focuses
on
mobile
apps
• Designers
focus
on
mobile
design
• Sales
staff
meets
business
customers’
mobile
needs
55. What
can
you
do?
• Use
Twi(er
on
your
phone.
A
lot.
• Use
Foursquare
(don’t
sync
w/
Twi(er)
&
check
in
regularly
(yeah,
become
a
mayor).
• Use
several
apps
(including
yours)
on
your
phone.
• Lead
company
planning
of
mobile-‐first
strategy.
• Appoint
&
empower
mobile
leader.
56. In
mee0ngs
next
week
…
• Plan
mobile-‐first
coverage
of
an
event.
• Plan
mobile-‐first
service
for
business
customer.
• In
rou;ne
planning
mee;ngs,
ask
about
hashtags,
maps,
short
codes,
Ushahidi.
• Change
a
weekly
or
daily
planning
mee;ng
to
a
mobile
planning
mee;ng.
58. Resources
for
further
reading
• Blueprint
for
the
Complete
Community
Connec;on
&
Mobile-‐First
Strategy
on
my
blog:
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• Slideshare.net/stevebu(ry
59. When
did
your
organiza;on
excel
in
the
face
of
huge
obstacles?
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70. Transforma;on
is
your
big
story
Don’t
let
obstacles
become
excuses